Digital Advertising Blog

Harnessing the Power of First-Party Data: A Roadmap for Dealerships in 2024

by Terry MacCauley - Posted 1 month ago

In the ever-evolving landscape of digital marketing, staying ahead of the game is essential for auto dealerships. One significant trend on the horizon for 2024 is the transformation of data-driven marketing, especially with the impending changes in data privacy regulations and the continuation of phasing out third-party cookies. At Big Time Advertising, we want to ensure that our dealers and potential dealers are not only aware of these changes but are also well-prepared to thrive in this new era. Also, dealers must caution themselves with bad actors using FUD (Fear, Uncertainty, and Doubt) into monetizing your advertising and marketing strategies and success. We are already harnessing the potential of First-Party Data, and we are here to guide our dealers through its benefits, challenges, and implementation strategies.


Understanding First-Party Data:

First-Party Data refers to customer information that dealerships collect directly from their customers through various touchpoints, such as their Customer Relationship Management (CRM) and Dealer Management Systems (DMS). This data includes details like customer names, contact information, purchase history, service records, and interactions with your dealership.


Benefits of Utilizing First-Party Data:

  1. Enhanced Personalization: With access to comprehensive customer profiles, dealerships can create highly personalized marketing campaigns. For instance, sending tailored offers to customers based on their past vehicle purchases and preferences.
  2. Improved Customer Retention: Leveraging First-Party Data helps build stronger relationships with existing customers. Send payment and/or service reminders, good equity standing offers, special promotions, or loyalty rewards to keep customers coming back.
  3. Increased Conversion Rates: By understanding customers' purchase behaviors, you can identify and target potential buyers more effectively, increasing the likelihood of successful conversions within Google’s ecosphere and others.
  4. Cost Efficiency: Targeting your existing customer base is often more cost-effective than acquiring new customers. First-Party Data allows you to allocate resources more efficiently.


Challenges and Solutions:


1. Integrating and Organizing Data: Dealerships often have siloed data across different systems. To address this, consider implementing a Customer Data Platform (CDP) that uses APIs to ingest data from various sources and centralizes it into a cohesive marketing machine. Big Time Advertising can help with such issues. They can be frustrating and laborious to accomplish with many often-pointing fingers, but Big Time Advertising can help drive the goal of integrating and organizing data while navigating inherent issues.


Big Time Example: Imagine seamlessly integrating data from your CRM, DMS, and website interactions to understand a customer's complete journey with your dealership.


2. Purchase Data vs. Browsing Behavior: Balancing purchase data (e.g., vehicle history) with browsing behavior (e.g., website visits) is crucial. Complementary marketing strategies can help. For instance, if a customer browses SUVs on your website, you can send them targeted promotions for SUV models they have not purchased yet.


3. Centralizing First-Party Data: Collaboration across marketing, sales, customer support, and data science teams is vital. Establish clear processes for data collection, storage, and utilization within your dealership.


Big Time Example: Imagine having a centralized data repository that helps your sales team track leads, your marketing team personalize campaigns, and your service team schedule maintenance based on historical data.


4. Ownership of First-Party Data: Remember that First-Party Data belongs to your dealership, not your CRM company. Ensure that you have access to and control over your data.


Big Time Example: If you decide to switch CRM providers, you should be able to seamlessly transfer your customer data to the new system without any hurdles. And yes, always with proper compliance processes and procedures.


In 2024, First-Party Data will be a game-changer for auto dealerships. It offers the opportunity to enhance personalization, improve customer retention, increase conversion rates, and operate more cost-efficiently. Big Time Advertising is committed to helping you navigate the challenges and maximize the benefits of this transformative shift. Implementing a Customer Data Platform and asserting ownership over your data will put you in the driver's seat for a successful future in the automotive industry.

A Decade of Success: Big Time Advertising & Marketing 10-Year Milestone


Big Time Advertising & Marketing is delighted to celebrate a remarkable decade of dedicated service to the automotive industry. As we celebrate our 10-year milestone, we reflect on the tremendous journey that has brought us to this point. Over the years, we have strived to provide innovative advertising and marketing solutions that empower our clients and drive success in a competitive industry.


As we reflect on our journey, we recognize the growth and accomplishments that have defined our company. While we take pride in our past successes, we eagerly embrace what lies ahead, confident that the future holds even greater opportunities for Big Time Advertising & Marketing. We extend our sincere gratitude to our valued clients, dedicated team, and all who have contributed to our remarkable journey thus far.